Thanks to a struggling economy and rising competition, sales teams today need every advantage they can get to convert prospective buyers. And for an increasing number of sales teams, sales enablement provides that advantage.
According to research conducted by Highspot, there’s a good reason why sales enablement is on the rise across companies. Organizations with dedicated sales enablement functions tend to have higher win rates, better quota attainment, and stronger customer retention than those without.
Unfortunately, though, not every company can afford to dedicate an entire team to sales enablement. For many marketing or sales leaders, creating sales enablement content might just be another task on a very long to-do list. Fortunately, however, artificial intelligence (AI) can now allow even the busiest of teams to create effective sales enablement content in a matter of minutes.
Let’s dive in!
Sales enablement is the process of providing salespeople with the resources they need to engage prospective buyers and, ultimately, close more deals. Think of it this way: While your sales team may be your (stellar) starting lineup, they train for hours—and get kitted out in the right gear—long before they hit the field. Sales enablement is both the gear that they use and the training they receive.
Sales enablement is typically co-owned by sales and marketing, and it focuses on building out:
Being armed with these resources makes a tangible difference in the engagement and efficacy of a sales team. 99% of those who use sales enablement say it makes their job easier, and over 85% say it makes them more productive and confident. Sales enablement content can also save sales teams an average of 13 hours a week—that’s time they can then redirect to revenue-generating activities.
So you want to start producing (or scaling!) your sales enablement content? Regardless of whether you use AI to speed up the process or not, there are a few best practices you should keep in mind when working on sales enablement.
When creating sales enablement content for your sales team, make sure your resources are as user-friendly as possible.
That can mean:
To keep track of which resources are most useful to the sales team, Gartner suggests tracking which resources are most commonly used. If a resource isn’t being used, it may need to be edited for clarity, revamped, or require more training in order to be adopted by the sales team.
Every day, the average employee wastes an hour trying to track down the information and resources they need. In one survey, 83% of respondents said they “often or sometimes” are unable to find the content they need when they’re interacting with prospects.
Simply put: if your sales team can’t easily find your resource, it won’t be used.
Make your sales enablement resources easy to navigate by organizing them within an intuitive knowledge base, which you can easily build in tools like Notion, Trello, or Google Drive.
Whether sales enablement is new to your organization or you’re simply rolling out a new resource, it’s essential to train your sales team to make the most of sales enablement. Train your team on how to use different resources, and when you release new content, make sure you’re sharing a quick write-up or Loom video with them on how to best utilize the content.
To make sure you’re continually improving your sales enablement, you need to understand how your current resources are performing. Make sure you’re tracking sales enablement metrics over time to understand how your work is impacting the average sales cycle length, deal size, and the number of reps achieving quota.
Some metrics you can track include:
Whether you’re a sales enablement team of one or 20, AI can speed up your content creation process significantly—you just need to know how to work with it. Here’s how.
To create sales enablement content using Chat by Copy.ai, all you have to do is provide the tool with some context. If you’re not sure where to start, you can begin by asking Chat for a few sales enablement ideas.
For instance, let’s say you work at Datadog and want to create a one-pager for the sales team about a Cloud Security Management product your company just launched.
To do so, you could input the following prompt into Chat:
“I work at Datadog and we just launched this new product: [URL]. Could you help me figure out how to educate my sales team about it? ”
In this example, we referred to Datadog’s Cloud Security Management product.
Based on that prompt, Chat by Copy.ai will suggest a few approaches:
After you’ve brainstormed a few ways to kick off your sales enablement project, you can ask Chat to generate specific types of sales enablement content. Generally, the more specific your request, the better the end result will be.
For instance, using the same example as above, you might ask Chat to do the following:
“Create a sales battlecard designed for account executives at DataDog.”
Based on that prompt, Chat will create a full, 600-word sales battlecard for sales reps, complete with a product overview, key features and benefits, use cases, target audience, competitive landscape, objection handling, and conclusion.
You might review Chat’s suggested content and decide the battlecard is detailed enough to just pop into your sales enablement knowledge base and disseminate out to your sales team. However, we’d recommend making any edits necessary within Copy.ai’s Editor and tweaking the copy as needed.
Want to create a different type of content for your sales team? No worries — just tell Chat what you’re looking for, whether that’s competitor battlecards, product comparisons, or talking points for sales calls.
While the enablement document generated by Chat (above) is certainly powerful, you can go even further with your Chat prompts. Giving your sales teams scripts and examples can be a powerful way to equip them ahead of sales calls. Chat can help you do just that by generating example pitches for specific personas.
For example, we might ask Chat to do the following:
“Can you come up with how you’d pitch the main features of the product based on the unique needs of security teams, DevOps teams, IT operations teams, and CISOs?”
As you can see below, Chat then generates specific pitches for each of the personas targeted based on their unique needs:
The power of Chat by Copy.ai is that it’s incredibly flexible, and you can further iterate after every request you make. If you want to make a document more personalized or specific, simply give Chat more context and it will refine the existing text for you.
That makes it incredibly easy for enablement teams, marketing professionals, and sales reps to generate enablement copy at scale. Want to see how easy it is to iterate on copy using Chat? Watch our solutions engineer, Shikhar Singh, use Chat to iterate on sales enablement content below:
Don’t forget that you can also equip your salespeople with Chat so that they can further personalize their sales enablement content, craft pitches, emails, and talking points that are specific to certain customers (rather than just similar personas or industries).
For instance, using the DataDog example above, a sales rep could ask Chat to do the following:
“Can you come up with a pitch that you would use to sell DataDog's Cloud Security Management product to Chris Lu [https://www.linkedin.com/in/chris-lu11/]?”
Chat could then come up with content that’s personalized not just to your product, but to a specific prospect:
With AI, it no longer takes a full team—or even significant time—to build out an entire library of sales enablement content. Sign up for a free Copy.ai account today to start creating the type of sales enablement content that helps your team convert prospects into buyers.
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